Bologna Business School arrives in New York to discuss the heritage of luxury brands and their growth in the global market. The exclusive Lamborghini Lounge in the 84th Street will host the event entitled Luxury, Heritage and Growth: a global challenge.
Luxury intended as an over-category, the link between the brand and its historical heritage and the exploitation of the uniqueness and accessibility of the brand, are the central themes around which the expansion of a luxury brand develops. The pitfall, in global growth, lies precisely in the risk of diluting the value of the brand in the various operations aimed at reaching international markets.
The theme of the challenges of internationalization and the growth of luxury brands will be tackled together with Alessandro Farmeschi, Chief Executive Officer of Lamborghini Americas Region, and Elisa Montaguti, Director of the BBS Global MBA and Professor of Marketing at the University of Bologna.
7.00 pm: Event opening & welcome
7.10 pm: “Lamborghini in USA – Performance all Made in Italy”
with Alessandro Farmeschi, Chief Executive Officer, Lamborghini Americas Region
7.30 pm: “Luxury, Heritage and Growth: a global challenge”
with Elisa Montaguti, Director of the BBS Global MBA and Professor of Marketing at the University of Bologna
8.00 pm : Networking Cocktail Dinner
To attend the BBS event in New York it is necessary to confirm your participation to:
Professional Network & Community Manager
+39 051 2090114
The event is organized in collaboration with Automobili Lamborghini.